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LanVu为王茁《美丽洞察力》一书做序--中国化妆品产业从业者手中的指南针
2021-10-21

  

   

  我是在通过蔚蓝之美(Wei)品牌的创始人杨蔚女士介绍,于2019年双十一那天认识王茁先生的。那天,我们进行了很有建设性的对话。半年以后,我们决定一起做事,由他来担任BeautyStreams在中国的全球合伙人,开拓中国美妆市场。
  我们为什么能这么快达成一致意见呢? 有三个原因。首先,他和我都有美妆行业的经验,都对这个行业充满激情。其次,他曾经为Garner公司工作过,而Gartner为IT行业所提供的产品和服务与BeautyStreams为美妆行业所提供的产品和服务非常接近。他深知基于洞察力的服务对于客户的价值和潜力。最后但不是最不重要的一点是,我和王茁有着相同的亚洲文化背景,有着相同的梦想,那就是,为亚洲特别是中国化妆品企业实现原创性创新和成功打进国际市场贡献绵薄之力。
  王茁在疫情期间完成了一本专门为化妆品产业从业者而写的关于洞察力的书。当时告诉我这一消息时,我感到十分惊喜。在这本富有启发性的书中,他找出了美妆行业以及其它消费品行业的两大通病——产品创新失败率居高不下和营销推广浪费现象严重——的根本原因。根本原因何在呢?在于对顾客(消费者)需求缺乏洞察。王茁娴熟而成功地把克雷顿·克里斯坦森的“顾客待办任务”理论和安东尼·伍维克的“成果驱动创新(ODI)”方法论引入化妆品产业实践。他的书的最有价值的部分是基于洞察力的战略制定、基于洞察力的产品创新、基于洞察力的营销沟通和品牌建设,为中国化妆品企业在快速变化的商业环境中特别是疫情危机下参与竞争,提供了非常具有可操作性的真知灼见。
  同时,我也非常高兴地看到,王茁充分拥抱了人工智能、大数据、商业分析和营销技术等技术趋势。这跟BeautyStreams是同频、同步的。我们注重考察影响广泛的长期的社会大趋势,并把这些发展成化妆品行业各个细分市场的具体创新创意。我也很高兴地看到王茁对小数据也予以重视,在大数据时代小数据仍然具有相关性和价值,因为小数据试图接近因果关系(用克里斯坦森话的话说,是“什么导致什么发生”),而大数据则满足于相关关系。因此,在BeautyStreams, 我们与200多个专家一起工作,他们来自各个领域,包括但不限于美妆、生物技术、艺术、人类学、设计、地缘政治学、技术、零售、时尚和纺织等等。我们密切合作,为全世界的客户提供无人可比的洞察、灵感和智力支持。
  王茁这本书的另一个价值是对领导力、价值观和公司文化的强调,主张围绕顾客(消费者)的体验来建立业务流程,帮助顾客更好或更便宜或又好又便宜地完成任务。我深信,化妆品行业的每一个从业人员来读这本书都会开卷有益,当然首先获益、获益最大的将是企业的高级管理者。这本书将改变他们的所感、所思和所为。我们有许多客户觉得BeautyStreams像是全球美妆行业的指南针和灯塔。我觉得王茁的这本书对于中国的化妆品产业来说也能起到相同的作用。
  

  
  跟其它行业一样,全球化妆品行业正在处于一个被改造的过程中,“从由一个指令加控制型的管理系统来运作、垂直整合的公司类型,改造成一个高度专业化、非大一统的、相互协作地创造全球价值链的公司类型(杰弗里·摩尔语)。” 在这样一个转型期,协作变得前所未有地重要。这就是BeautyStreams之所以通过建立一个基金会,一个致力于推进全球美妆行业的教育和全球协作的非盈利组织来庆祝公司成立十周年的原因。我希望通过公开地分享新创意、新视角和新任务,企业和从业者能够创造一个持续的运动来推进积极的变革和协作。今天的危机昭示了我们整个世界相互关联的程度有多深。这里的洞察是,我们正在进入这样一个新的时代,其中无边界协作和产业大局观比以往任何时候都更加重要。
  据我所知,世界上很少有人对中国化妆品产业的挑战和机会的理解比王茁更深刻。在竞争十分激烈的中国化妆品市场上,阅读王茁关于顾客需求洞察的书,即便不能让你活得更好,至少可以让你活下来。
  重申一下,助力中国化妆品企业实现原创性创新并成功打入国际市场,建立中国美丽品牌,是我和王茁共同的梦想。希望在不久的将来这一梦想就能成真!

   

附:英文原文


A Compass for Professionals in the Chinese Beauty Industry

Lan Vu, Founder & CEO of BeautyStreams

  I met Joe at the lunch meeting hosted by Wei (founder of Wei Beauty) on November 11, 2019. We had a very constructive conversation. Half a year later, Joe and I decided to work together, with BeautyStreams having him as Global Partner dedicating to China’s beauty market.

  Why did we reach the agreement so quickly? There are three reasons. First of all, both of us have experience in and enthusiasm for the beauty industry. Secondly, Joe used to work for Gartner and what Garner offers to IT industry is very close to what BeautyStreams does to beauty industry. Joe deeply knows the value and potential of our insights-based services to clients. Last but not least, Joe and I share an Asian cultural background as well as a dream that is to help Asian especially Chinese beauty companies achieve original innovation and go global successfully.

  I was amazed when Joe told me that during the pandemic he had finished a book on insights for professionals in beauty industry. In this thought-provoking book Joe has identified the root cause of high failure rates of product innovation and huge waste of marketing campaigns – the deadly sins commonly found in the beauty industry as well as other consumer packaged goods industries. What is the root cause? It is lack of insights into the needs and wants of customers (consumers). Joe has skillfully and successfully incorporated Clayton Christensen’s theory of “Job to be Done (JTBD)” and Anthony Ulwick’s methodology of “Outcome-Driven Innovation (ODI)” into the practices of the beauty industry. Joe’s elaborations on insights-based strategy formulation, insights-based product development, insights-based marketing communications and brand building are the most valuable parts of the book, providing highly-actionable advices to beauty companies competing a rapidly changing business environment, especially after the crisis of Covid-19.

  I am pleased to see that Joe has embraced technology trends such as artificial intelligence, big data, business analytics and Martech. So has BeautyStreams. We take wide-reaching, long-term societal macrotrends and develop them into concrete innovation ideas for specific beauty sectors. I am equally pleased to see that Joe also emphasizes the importance of small data, which is still relevant and valuable in the era of big data because the former tries to be closer to causations (in Christensen’s words, “what caused what to happen”) and the latter is satisfied with correlations. Therefore, at BeautyStreams, we work with more than 200 experts in the areas of beauty, biotech, arts, anthropology, design, geo-politics, technology, retail, fashion and textile, etc., providing unmatchable insights, inspiration and intelligence for our clients worldwide. 

  Another beauty of Joe’s book is the emphasis on leadership, values, and corporate culture that make business processes centered around the experiences of customers (consumers), helping them get their jobs done better or cheaper or better and cheaper at the same time. I strongly believe that all professionals in the beauty industry can benefit from reading Joe’s book, but it will certainly benefit high-level executives the most. It will change the way they feel, think and act. Many executives on our clients’ side feel that BeautyStreams is like a compass and a beacon for the global beauty industry. And I would like to characterize Joe’s book as the same thing for the Chinese beauty industry. 
  As any other industries, the global beauty industry is being re-engineered “from a universe of vertically integrated corporations run by command-and-control management systems to one of highly-specialized and disaggregated enterprises interoperating collaboratively to create global value chain (Geoffrey Moore)”. In a transition period like this, collaboration has never been more important. That’s why I decided to celebrate BeautyStreams’ 10th anniversary by creating the OpenStreams Foundation, a nonprofit organization dedicated to education and global collaboration in the global beauty sector. I hope that by openly sharing ideas, perspectives, and priorities, companies and people can create an ongoing movement towards positive change and collaboration. Today’s crisis underlines just how interconnected we are throughout the world. The insight here is that we are entering a new era where borderless collaboration and a holistic industry approach are more vital than ever.

  To my knowledge, there are few people that understand Chinese beauty industry’s challenges and opportunities more profoundly than Joe. Reading Joe’s book on insights into customers’ needs gives you clear advantage to survive, if not thrive, in the fiercely competitive Chinese beauty market.

  Again, helping Chinese beauty companies achieve original innovation and successfully go global as C-Beauty is a dream shared by Joe and me. May it come true in the near future! 
  

 
□吴兰



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